IZEA Report Finds 46% of Australians Have Purchased Products After Seeing Them Used by Influencers
Rhea-AI Summary
IZEA Worldwide and its Australian subsidiary Hoozu have released the 2024 Australia edition of the 'Trust in Influencer Marketing' report. Key findings include:
- 46% of Australians have purchased products promoted by influencers
- 59% trust influencers' sponsored posts more than celebrities'
- 53% prefer influencer-created content over professional marketing
- 70% of 18-29 year-olds have bought products used by influencers
- 54% of 18-29 year-olds have purchased directly from social media apps
The report highlights the growing impact of influencer marketing in Australia, especially among younger demographics. It also reveals insights on social media usage, platform preferences, and the effectiveness of influencer marketing compared to traditional advertising methods.
Positive
- 46% of Australians have purchased products promoted by influencers, indicating effective marketing reach
- 59% of respondents trust influencers' sponsored posts more than celebrities', suggesting higher credibility
- 53% of social media users prefer influencer-created content over professional marketing, potentially reducing marketing costs
- 70% of 18-29 year-olds have purchased products used by influencers, showing strong impact on key demographic
- 54% of 18-29 year-olds have purchased directly from social media apps, indicating successful conversion rates
Negative
- None.
News Market Reaction – IZEA
In the trading session that priced this news, IZEA declined 4.56%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
AI-generated analysis. How Rhea-AI works. Not financial advice.
ORLANDO, Fla., July 29, 2024 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), the premier provider of technology, data, and services for the Creator Economy, in partnership with its wholly-owned Australian-based company Hoozu, released the 2024 Australia edition of its research report, “Trust in Influencer Marketing,” today. The report is based on Australian consumer sentiment and examines the effectiveness of influencer marketing in terms of consumer trust and engagement.
The survey found that
“In influencer marketing, trust is paramount. Our Trust in Influencer Marketing report for Australia reveals that
“The Trust in Influencer Marketing report highlights the power and influence of social media influencers, with
Key Insights for Influencers and Consumers
59% of respondents are more likely to trust an influencer’s sponsored post over one from an A-list celebrity.46% of all respondents have purchased products promoted by influencers.70% of 18-to-29-year-olds have purchased a product after seeing it used by an influencer.
Key Insights for Marketers
53% of social media users prefer content created by social media influencers over marketing professionals.- Ages 18-29 are 1.6 times more likely to research products on TikTok than ask their friends and family for recommendations, at
51% . 54% of respondents ages 18-29 say they have purchased a product directly from a social media app.61% of those over 60 say TV ads are the most likely platform to get them to try a new product. Meanwhile,52% of respondents 18-29 say influencer posts are the most likely to inspire a purchase.
Insights for Social Media Audiences
- The most used social media platforms in Australia are Facebook, YouTube, Instagram and TikTok.
48% of 18-to-29-year-olds follow more than 21 influencers.33% of 18-to-29-year-olds follow an AI or virtual influencer.- Younger consumers have higher and more diverse usage of social media platforms.
- 18-to-29-year-olds in Australia spend an average of 5.8 hours a day on social media.
Results from the study are based on the responses from 1,006 social media users in Australia over the age of 18. The report is part of an ongoing series of research studies focusing on influencers’ key roles in influencing consumer behaviors and trends.
The report is available to download for free here: Trust in Influencer Marketing.
To work with IZEA, visit izea.com. To work with Hoozu, visit hoozu.com. For news and resources, follow IZEA at x.com/izea.
About IZEA Worldwide, Inc.
IZEA Worldwide, Inc. (“IZEA”) is a marketing technology company providing software and professional services that enable brands to collaborate and transact with the full spectrum of today’s top social influencers and content creators. The company serves as a champion for the growing Creator Economy, enabling individuals to monetize their content, creativity, and influence. IZEA launched the industry’s first-ever influencer marketing platform in 2006 and has since facilitated nearly 4 million transactions between online buyers and sellers. Leading brands and agencies partner with IZEA to increase digital engagement, diversify brand voice, scale content production, and drive a measurable return on investment.
About Hoozu
Hoozu, a subsidiary of IZEA Worldwide, Inc., is a premier influencer marketing agency in the Asia-Pacific region. Hoozu specializes in creating and executing impactful influencer campaigns, leveraging IZEA’s global reach, technology and resources to deliver exceptional results for brands and creators alike.
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